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DeKuyper: We'll Drink To That

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Turning DeKuyper from a spirit maker into an occasion maker.

Owned by Beam Inc, DeKuyper is the #1 cordials brand in the U.S. And with a huge range of mixers and flavors, DeKuyper can make the perfect cocktail for every occasion. But despite a presence behind almost every bar, they didn’t have a strong brand awareness.

Shaking it up.

Working from the insight that people care more about the occasion than the drink itself, our idea was simple – many more of life’s moments are worthy of a cocktail than we give them credit for. So we built a new website and visual identity that focuses on cocktail-worthy moments instead of just the cocktail. From big milestones to everyday feats – mastering a new yoga pose, a royal birth, a big promotion – we created occasions everyone could drink to. Then we shared these occasions (and more than 300 cocktail recipes to go with them) on DeKuyper’s social channels, and watched as the idea took off.

Cheers.

Since the launch, DeKuyper has seen a 500% increase in site traffic, and has the fastest rising sales in the category. Facebook engagements have risen more than 400%, with nearly 30,000 recipes shared. And, they have over 23,000 new followers across social streams, more than doubling their fan base. Let’s raise a glass to that.